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The traditional ways people went about having affairs were definitely not effective. They were having affairs in the workplace. Or they were having affairs within their circle of friends. Think about how well those tend to work out. So our mission was to say that if you're thinking about having an affair you're not alone. It's part of the human condition. We'll help you meet someone and not get caught. If you want to be clandestine, we're an intelligent choice. How did you figure out who to target? I decided Ashley Madison needed to be a female-centered brand.

I looked at a ton of research and frankly threw most of it out the window, but what I did find is that when women entered the workplace the dynamic started to change. More women had jobs, became more financially independent, traveled more, and interacted with more people.

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